Fast Fashion Consumer Behaviour

Nyvanrady So

Bachelor's thesis

Abstract:

Fashion is the way we dressed and wear, which allows us to convey the message of who we are, our personality, roles, culture, and even status. There are many type of fashions, but we have seen one which rise tremendously over the past 20 years, fast fashion. Main keywords for fast fashion is cheap, speed, and trend. With it fast speed design and releasing to the market within a week time, it allows customers to keep making a visit to see what’s trendy. Even though it has seen to have affects on economic field, it is still being overlooked. There is fewer research about consumer behavior of fast fashion between different genders than fashion in general. In this study, we aim to identify the behavior path of fast fashion consumers between different genders by conducting questionnaires to subjects from different countries. We will determine the factors influencing their decision making and also their purchase decision process. Through this research, we can help fast fashion’s brands to understand and adapt a more effective strategy to attract their target customers and provide their needs.

Keywords

Marketing, Gender and Shopping, Consumer Behavior of Fast Fashion, Fashion, Consumer Behavior, Decision Making Factors, Fast Fashion, Gender

Language used: English

Date on which the thesis was submitted / produced: 15. 3. 2021

Thesis defence

• Supervisor: Ing. Lenka Platilová Vorlíčková

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / field:
Economics Policy and Administration / Business Administration